Journey into
the mind of an offline bettor

Client: Bilyoner

ethnogram_x1_03

Founded in 2004, Bilyoner.com is Turkey’s first digital online legal betting site, with 2.5 million members, is also the largest.

The Bilyoner.com team, wanted to redesign the experience of digital betting. They asked our support to understand and improve the experiences of offline players.

ethnogram_x1_02
ethnogram_x1_01

Field observations and contextual interviews

During our 5 weeks ethnographic research, we immersed into the lives of offline bettors. We’ve conducted shadowing studies and field observations at betting windows especially on match days.

Together with other participants of the project we’ve mapped out the customer journeys of 4 different bettor personas. Our researched showed pain points in online betting as well as special moments between offline / online worlds where innovative interactions may emerge.